VW Dark Side digital campaign

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Transcript of VW Dark Side digital campaign

Volkswagen:The Dark Side 5 Things Yoda Taught Me James Sadri / @halfiranian What's the campaign about? VW's lobbying and dirty tech Challenges Complex Message 30% greenouse gas cuts by 202095/80g CO2/KM car efficiency standards by 2020Package of technical demands Appropriate Tone 1. Squeeze your organisation for ideas Mixed results with agencies 40 Million views! But how? Time for mass office brainstorm bouncy chair momenttwo-brands too many?symbols and language perfect many people unconvinced Could Star Wars be the campaign theme? 3. Immerse yourself in the concept - have fun with it Campaign Language Yoda FQA Twitter feed Brian the ex-VW employee Jedi Training 3. Launch in the real world Launched in Old Street 65 people on the ground4 main billboards & foundry15 stormtroopers4 large soundsystems12 people flyering 'stormtroopers' & 'old street' trending on Twitter 4. 'Nestle effect' of YouTube take down? Nestle took our video downmaking it more popular VW video was already trending Difficult to know net effect <1% of referrals from YouTube itself, but embedded blogs and FB sharesshared about 100k times on Facebook, all those videos in timelines went blankdidn't impact momentum significantly, but didn't increase traffic 5. Give people things to compete and cooperate around Great to see independent conversations around a campaignToo often we're the hubInteresting cooperation (and cheating) behaviours Loads of FB pages Not all friendly help. Where are we now? In numbers: 13 languages391,000 Jedi7 million visits (24M page views)67k new facebook fans11,000 tweets